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Social Media Strategy, HSM ExpoManagement Espana

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Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, Spain

Presentation by Charlene Li on 1 June 2011 for HSM Spain in Madrid, Spain

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  • http://surprise.klm.com/
  • http://www.facebook.com/interrailnet?sk=wall&filter=2
  • http://www.fiatmio.cc/en/20110330#charlene#innovating#crowdsource
  • Define how open well.
  • Transcript

    • 1. Open Leadership: How Social Technology Can Transform How You Lead
      Charlene Li
      Altimeter Group
      1 June 2011
      Twitter: @charleneli
      Email: charlene@altimetergroup.com
      1
    • 2. 2
    • 3. OUT ofCONTROL?
      © 2011 Altimeter Group
    • 4. 4
      © 2011 Altimeter Group
    • 5. 5
      © 2011 Altimeter Group
    • 6. It’s about RELATIONSHIPS
      © 2011 Altimeter Group
    • 7. 7
      How to give up control
      but still be in command
      © 2011 Altimeter Group
    • 8. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2011 Altimeter Group
    • 9. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2011 Altimeter Group
    • 10. 10
      Four goals define your Open Strategy
    • 11. Learn with basic tools
      11
      What would happen if every employee could learn from customers?
    • 12. Integrate monitoring with workflow
      12
      Other providers
      Alterian
      BrandsEye
      Buzzmetrics Cymfony
      Sysmos
      Visible Tech.
      From Radian 6, to be acquired by Salesforce.com
    • 13. How KLM listened and surprised flyers
      13
    • 14. Engagement Pyramid
      14
    • 15. Engagement Pyramid - Watching
      15
      Watch videos
      Read blog posts
      Listen to podcasts
      Read tweets
      Read discussion forum posts
    • 16. Engagement Pyramid - Sharing
      16
      Share a link
      Share photos
      Share videos
      Write a status update
      Retweet
    • 17. Engagement Pyramid - Commenting
      17
      Comment on a blog
      Write a review
      Rate a product
      Participate in a discussion forum
      @Reply on Twitter
    • 18. Engagement Pyramid - Producing
      18
      Write a blog
      Create videos or podcasts
      Tweet for an audience
    • 19. Engagement Pyramid - Curating
      19
      Moderate a wiki or discussion forum
      Curate a Facebook fan page
    • 20. Engagement Pyramid Data
      20
      Source: Global Wave Index Wave 2, Trendstream.net, January 2010
    • 21. Encourage commenting to get into the Facebook news feed
      21
    • 22. How DellOutlet drives sales with Dialog
      22
    • 23. Support can be strategic
      23
    • 24. TurboTax engineered Support
      24
      Ensures 85% employee participation in community forums
    • 25. Fiat invites ideas for a new car
      25
    • 26. Premier Farnell supports engineers with community, and employees with “OurTube”
      26
    • 27. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2011 Altimeter Group
    • 28. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2011 Altimeter Group
    • 29. Open Leadership
      29
      Having the confidence and humility to give up the need to be in control,
      while inspiring commitment from people to accomplish goals
      © 2011 Altimeter Group
    • 30. Traits of Open Leaders
      30
      Authenticity
      Transparency
    • 31. Transparency as an imperative
      31
    • 32. How Best Buy created Open Leaders
      32
      © 2011 Altimeter Group
    • 33. 33
      © 2011 Altimeter Group
    • 34. 34
      © 2011 Altimeter Group
    • 35. Developing Open Leaders
      © 2010 Altimeter Group
    • 36. “You can imagine the Chatterati creating as much value as an SVP in the organization by sharing their institutional knowledge and expertise - and we should look at compensation structures with that in mind.”
      - Marc Benioff, CEO of Salesforce.com
      © 2010 Altimeter Group
    • 37. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2011 Altimeter Group
    • 38. STRATEGY
      LEADERSHIP
      PREPAREDNESS
      © 2011 Altimeter Group
    • 39. #1 Create a Culture of Sharing
      39
    • 40. Open leaders make Sharing a Habit
      40
    • 41. #2 Discipline is Needed to Succeed
      41
      Take reasonable action to fix issue and let customer know action taken
      Negative
      Positive
      Yes
      Yes
      No
      Assess the message
      Evaluate the purpose
      Do you want to respond?
      Does customer need/deserve more info?
      Unhappy Customer?
      No Response
      Yes
      Are the facts correct?
      Gently correct the facts
      Yes
      No
      No
      No
      Can you add value?
      DedicatedComplainer?
      Are the facts correct?
      Yes
      Yes
      No
      No
      Yes
      Respond in kind & share
      Thank the person
      Comedian Want-to-Be?
      Explain what is being done to correct the issue.
      Is the problem being fixed?
      Yes
      No
      Yes
      Adapted from US Air Force Comment Policy
      Let post stand and monitor.
      © 2011 Altimeter Group
    • 42. Center of Excellence
      Business Units
      Executives
      Employees
      3
      Use training to create knowledge and practice
      © 2011 Altimeter Group
    • 43. #3 Ask the Right Questions about Value
      43
      “We tend to overvalue the things we can measure, and undervalue the things we cannot.”
      - John Hayes, CMO of American Express
      © 2011 Altimeter Group
    • 44. No relationships are perfect
      Google’s mantra:“Fail fast, fail smart”
      #4 Prepare for Failure
      44
      © 2011 Altimeter Group
    • 45. 45
      Create
      Sandbox
      Covenants
      © 2011 Altimeter Group
    • 46. It’s about RELATIONSHIPS
      © 2011 Altimeter Group
    • 47. 47
      Give Up Control
      AND STILL BE IN COMMAND
      © 2011 Altimeter Group
    • 48. Charlene Li
      charlene@altimetergroup.com
      charleneli.com/blog
      Twitter: charleneli
      For slides, send an email to slides@altimetergroup.com
      For more information & to buy the book
      visit open-leadership.com
      © 2011 Altimeter Group

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